After the critique session, we agreed that the first concept is interesting and modern, but too complex to understand even for young drivers. We did not have any user data at that point but had a hypothesis of demographics. The second concept also did not get our appreciation, so we moved on with the third one... and we wan the project!
After the critique session, we agreed that the first concept is interesting and modern, but too complex to understand even for young drivers. We did not have any user data at that point but had a hypothesis of demographics. The second concept also did not get our appreciation, so we moved on with the third one... and we wan the project!
Context
Context
In 2023, I assisted our team at Star Global with presale activities by creating a concept for the MG iSmart app, which is now owned by SAIC Motor. The app had multiple branches worldwide, each customized to cater to a specific region. The client aimed to unify the scattered user experience under one platform. Furthermore, they wanted to promote their brand essence through the app because, at the time, the app looked significantly different.
You see, car apps often have a specific vibe - gradients to underline speed, luxury colors like gold and red, or simple blue. SAIC wanted something different, so I tried flat shapes and 3D objects.
In 2023, I assisted our team at Star Global with presale activities by creating a concept for the MG iSmart app, which is now owned by SAIC Motor. The app had multiple branches worldwide, each customized to cater to a specific region. The client aimed to unify the scattered user experience under one platform. Furthermore, they wanted to promote their brand essence through the app because, at the time, the app looked significantly different.
You see, car apps often have a specific vibe - gradients to underline speed, luxury colors like gold and red, or simple blue. SAIC wanted something different, so I tried flat shapes and 3D objects.
Team
Timeline
Activities
Product owner
Designers
Developers
3D Artists
3 months
Research
Ideation Workshop
Card Sorting
UI/UX
Testing
Problem
Problem
For the users:
The application caters to owners of cars with different configurations, resulting in a vast range of available functions that may not be accessible to drivers
A single owner may have multiple vehicles, but not all apps allow the addition of these vehicles under one account
A car can have multiple owners, which was not previously allowed
For the users:
The application caters to owners of cars with different configurations, resulting in a vast range of available functions that may not be accessible to drivers
A single owner may have multiple vehicles, but not all apps allow the addition of these vehicles under one account
A car can have multiple owners, which was not previously allowed
Business problems and goals:
Lack of brand identification and standardization
Upselling implementation was required
Increase engagement through gamification and community-building
Business problems and goals:
Lack of brand identification and standardization
Upselling implementation was required
Increase engagement through gamification and community-building
Our Challenges:
Different apps had varying features. We need prioritise them
Some applications were not available to us in the Indian and Asian markets
A tight timeline to complete the project
Our Challenges:
Different apps had varying features. We need prioritise them
Some applications were not available to us in the Indian and Asian markets
A tight timeline to complete the project
Card-sorting
Card-sorting
We began with some research. I visited Sensotower to find screenshots, reviews, feature lists, and statistics for competitor apps, and compiled all the findings on FigmaJam. Meanwhile, my colleagues took screenshots of available iSmart apps. Then, I started listing down all the features from iSmar apps and tried to group them.
We decided to conduct a card-sorting exercise because we couldn't define the appropriate navigation.
We began with some research. I visited Sensotower to find screenshots, reviews, feature lists, and statistics for competitor apps, and compiled all the findings on FigmaJam. Meanwhile, my colleagues took screenshots of available iSmart apps. Then, I started listing down all the features from iSmar apps and tried to group them.
We decided to conduct a card-sorting exercise because we couldn't define the appropriate navigation.
Ideation
Ideation
In the meantime, I have created some exercises for our team to brainstorm on how best to represent our brand. Firstly, I asked everyone to write down all the associations they have with MG logo within a time frame of 5 minutes. We were aware that our client wanted to attract the younger generation, so we had 10 minutes to complete the "what worries them" exercise, highlighting trends for our users.
In the meantime, I have created some exercises for our team to brainstorm on how best to represent our brand. Firstly, I asked everyone to write down all the associations they have with MG logo within a time frame of 5 minutes. We were aware that our client wanted to attract the younger generation, so we had 10 minutes to complete the "what worries them" exercise, highlighting trends for our users.
I have been experimenting with AI to create some futuristic visuals and have incorporated the MG logo and other brand assets. As a result, I designed hexagonal columns and a 3D space that resembles a garage where users can store their cars.
I have been experimenting with AI to create some futuristic visuals and have incorporated the MG logo and other brand assets. As a result, I designed hexagonal columns and a 3D space that resembles a garage where users can store their cars.
Parallel work
Parallel work
Due to the tight timeline, we had to split up. I worked on finalizing our visual ideation materials and incorporating them into the new concept, while my colleague Nastya focused on navigation and wireframing.
Due to the tight timeline, we had to split up. I worked on finalizing our visual ideation materials and incorporating them into the new concept, while my colleague Nastya focused on navigation and wireframing.
Result
Result
While we were waiting for feedback from our clients, I assisted in creating wireframes and organizing the structure. The feedback session was very helpful in making us reorganize the widgets on the home screen and the range indicator. The feedback we received from the client was positive and we submitted our concept for the main flow. We then conducted a small user testing session to ensure that users were satisfied. After making some minor changes based on the testing results, we began finalizing our UI and UI kit.
While we were waiting for feedback from our clients, I assisted in creating wireframes and organizing the structure. The feedback session was very helpful in making us reorganize the widgets on the home screen and the range indicator. The feedback we received from the client was positive and we submitted our concept for the main flow. We then conducted a small user testing session to ensure that users were satisfied. After making some minor changes based on the testing results, we began finalizing our UI and UI kit.
Learning
Learning
We involved the drivers in the process and constantly sought their feedback to ensure that our app truly met their needs and preferences.
At times, having too many designers working on the UI kit and its components caused inconsistency. To maintain consistency, we had one person do it.
Early involvement of developers and 3D artists helped us work faster and make effective decisions.
Even in such a limited time frame, team building and retrospectives helped us fight creative block and distribute tasks.
We involved the drivers in the process and constantly sought their feedback to ensure that our app truly met their needs and preferences.
At times, having too many designers working on the UI kit and its components caused inconsistency. To maintain consistency, we had one person do it.
Early involvement of developers and 3D artists helped us work faster and make effective decisions.
Even in such a limited time frame, team building and retrospectives helped us fight creative block and distribute tasks.
Next Project